Interview with the world's biggest toymaker’s CEO

The world's biggest toymaker -- Lego--just started full production at its first Asian plant --in Jiaxing--just 100 km away from Shanghai. The factory is seen as Lego’s commitment to its fastest growing market, as well as a sign of Chinese toy manufacturing’s climb up the value chain.

Cheng Lei spoke to the company’s CEO Jorgen V Knudstorp--and started by asking about how the China factory would help it better serve the region.

How were initial concerns about sustainability, IPR protection and quality addressed?

Given the rising popularity of more tech-based toys...what's that going to do to your expansion strategy going forward--for a traditional toy maker?

Now that you're prdoucing in Asia, are we going to see more Asian themed products?